Luxury holidays: How ultra luxe packaging is evolving

By Austyn King 30-Nov-2021

With the season of excess just around the corner, Cosmetics Business looks at some of the essential cues for ultra luxe packaging and asks: can super high-end packaging ever be truly sustainable?

“It's the most wonderful time of the year,” as Andy Williams crooned in 1963 – and this rings especially true for the luxury beauty sector, where after an undeniably turbulent two years, it seems consumers are keen to treat themselves and their loved ones for the holidays.

According to analyst The NPD Group, 29% of US shoppers are planning to spend more on beauty gifts this year than they did in 2020, and beauty's brightest stars are out with their most breathtaking bottles and beautiful boxes.

But with the category's traditional extravagance and excess sitting uneasily with today's increasingly eco-conscious consumer, how are manufacturers reimagining luxury packaging without sacrificing the 'wow' factor?

“What first comes to mind when thinking about luxury packaging? Excitement and anticipation,” Lauryn Hall, SEO and Copywriting Executive at digital labelling specialist Springfield Solutions, tells Cosmetics Business.

“Brands have the opportunity to ...

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